Course Outline

Module 1: Introduction to Google Analytics

• Overview of web analytics and its importance in digital marketing
• Creating and setting up Google Analytics accounts
• Introduction to key terms: sessions, bounce rate, users, and pageviews
• Case Study: How a small business used Google Analytics to identify traffic sources and increase conversions

Module 2: Navigating Google Analytics Reports

• Overview of key reports: Audience, Acquisition, Behavior, and Conversions
• How to interpret data using dashboards and shortcuts
• Segmenting data for deeper analysis and insights
• Case Study: Analyzing user behavior to improve content strategy for an e-commerce website

Module 3: Setting Up Goals and Tracking Conversions

• Understanding goals and their role in business performance tracking
• How to set up conversion goals and funnels in Google Analytics
• Tracking e-commerce transactions and other key actions
• Case Study: Implementing goals to measure the success of a promotional campaign

Module 4: Advanced Segmentation and Customization

• Creating custom segments to isolate specific user behaviors
• Utilizing event tracking to monitor actions beyond page views
• Setting up custom reports and alerts for automated tracking
• Case Study: Leveraging segmentation to refine audience targeting for a lead-generation campaign

Module 5: Google Analytics Integration and Data-Driven Decision Making

• Integrating Google Analytics with other tools like Google Ads and Search Console
• How to export and present data effectively for stakeholders
• Using analytics insights to drive marketing strategy and optimization
• Case Study: Developing a data-driven strategy to increase online visibility and conversions for a non-profit organization